May 27, 2005

TELEVISION programmers are looking to make the Web a lot more like TV.

On Tuesday, the emerging-media group at Scripps Networks, part of the E. W. Scripps Company, plans to introduce an all-video Web site that will use programming from its Food Network, Fine Living, HGTV and DIY Network brands, as well as new clips.

A major advertiser in Scripps offline media, General Motors’ GMC division, has paid for a video showroom on the site and a presence throughout it.

Others are likely to follow, as advertisers show a growing interest in the approach. “One of the biggest drivers for online advertising the first time was Web sites advertising on other Web sites,” said Peter Petrusky, director for advisory services at PricewaterhouseCoopers. “This time it’s being buoyed by the offline brand builders like Coke, Honda, Nike, Visa and Nestlé.”